Anonymity opens up split personality zone

Rider University psychology professor John Suler wrote about this dynamic in his 2004 paper “The Online Disinhibition Effect.” In it, he describes both toxic disinhibition — angry, threatening behavior such as that seen in flame wars or cyberbullying — and benign disinhibition, in which people make overly personal revelations due to the intimate nature of the medium. (Think online daters who “fall in love” without ever meeting.)

A lot of this effect has to do with feedback — or lack thereof, says Wallace.

“The environment affects how you behave,” she says. “Any time you go to places where you’re not known — even if it’s a hotel in another city — you might be more aggressive. So when you construct an environment like the Internet or long-distance call centers with a help desk worker in Bangalore, you’re creating an environment that facilitates uncharacteristic behavior. You’re not getting those nonverbal cues that calibrate your behavior and give you feedback if you’re going off track. Those people who do customer service for Comcast probably need double doses of Zoloft.”

Cherise Oleksak, a 35-year-old cable TV customer service representative from Fife, Wash., says dealing with people’s disinhibited side can definitely be a challenge. Some scream and rage; others get a little more, uh, personal.

“You’ll get people who will turn into perverts,” she says. ”They’ll ask you out or ask you to do phone sex. They’ll be like, ‘Can you read those pay-per-view adult movie titles out loud to me again?’”

Robin Taylor, 42, a customer care representative from Nashville, Tenn., says she’s seen this split, as well.

“We get people who act horribly. Horribly!” says Taylor, who works for a cell-phone company. “They’ll cry, they’ll scream, they’ll shout, they’ll cuss. And I know most of those people would never do that to your face."

“I guess they feel they can say whatever they want because they’re anonymous, but the funny thing is we have all their information: their name, their address, their phone number, even part of their Social Security number. Not that I would ever retaliate, but if we ended up with some psycho (employee), it could happen.”

Going public
Interestingly enough, some folks are starting to retaliate.

Surreptitious tape recordings of outrageously bad customer behavior have started to pop up on YouTube in all their profanity-laced glory.

In 2004, comedienne Margaret Cho posted dozens of hateful e-mail messages she’d received in response to a monologue on her Web site, along with each sender’s full name and e-mail address. Shamed — and deluged with their own hate mail from Cho’s fans — some posters sent in abject letters of apology.

In the online world, abusive users hiding behind anonymous screen names are being outed, sometimes to huge public embarrassment as when Whole Foods chief executive John Mackey was unmasked as the sock puppet responsible for posting numerous attacks against competitors on a Yahoo! financial message board. And media sites from Sacramento to Soho are stepping up their moderation of anonymous comments in an attempt to keep the incivility down to a low roar.

“When we first started with online blogs and that sort of thing, people weren’t aware of how much the environment could affect their behavior, but now people are getting much more savvy about it,” Wallace says. “But the issue that needs to be considered now is there’s no privacy. People need to recognize that they just can’t send out these blogging responses and e-mails and expect their anonymity to be preserved. It probably won’t be. Recording devices are everywhere and Web 2.0, with its user-generated content, greatly amplifies the Net’s power to expose and publicize.    

“It also archives forever.”

Diane Mapes is a freelance writer and regular contributor to msnbc.com.

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